I was reading the gTLD Applicant Guidebook, http://www.icann.org/en/topics/new-gtlds/rfp-clean-19sep11-en.pdf, for new gTLDs. Part of the process is a technical review of the applicant's capability to operate a Shared Registry System (SRS) and Extensible Provisioning Protocol (EPP) system for communicating with registrars. To my mind, the SRS and EPP are necessary for non-company related gTLDs. If I were to operate .MyOwnCoolTLD, I would of course want all the registrars to be able to register in it. I should have a registry running SRS and using EPP. But how about for a private company? I'd imagine that Pepsi, the beverage company selling carbonated sweetened water, would apply for .pepsi and use it internally. If they are required to have a SRS and EPP systems, is ICANN saying that the general public has the right to register under those "company" domains, say horacio.pepsi, through the existing registrars like godaddy?